Campaign Summary

Pepsi created a digital music platform where generation Z generated their own music version with AI support.

Strategy

Objective:

Pepsi needed to continue its association with music, establishing a bond with generation Z audiences and a long-term platform for the brand. The idea was to turn generation Z from passive listeners into active music creators.

Target Audience:

The target audience was generation Z.

Creative Strategy:

Pepsi created a jingle which encourages generation Z to do everything in a big way. With the 360-degree campaign platform "My Music My Way," the idea was to have generation Z not only listen to music but use it to tell the world who they are, how they think, and how they feel. As a youth brand, Pepsi speaks generation Z's voice.

For the first time ever, Pepsi created a digital music platform where generation Z generates their own music version with AI support. Based on the song, different lifestyles context of generation Z are featured.

Context:

This is the first year of the campaign.

Execution

Overall Campaign Execution:

A QR code gave generation Z an entry into Pepsi's music world. The digital music platform supported mobile.

Mobile Execution:

Pepsi created a digital music platform where generation Z generated their own superstar music version with AI support.

Business Impact (including context, evaluation, and market impact)

• 24 percent increase in year-to-date volume growth
• 2.5 percent increase in year-to-date volume share in cola segment
• Highest engagement among Pepsi campaigns (546,000 engagement and 12,000 songs generated)